Vegan Digital Community in Brazil

In this report we explain what are the consumption habits of the vegans’ cosmetic products in Brazil, what are their main requirements, what are their main influencers and we also give recommendations on how to approach the vegan public.

In the world and particularly in Brazil, veganism has been growing and is currently a strong trend, evidenced by the transformation that several companies are moving to adapt to this new market on the rise. From network anthropology we understand that the concept of communities of practice is adequate to understand what are the concerns and requirements of these new clients, certainly more demanding than the average.

Vegan Digital Community in Brazil

Introduction

Veganism is an ethical / moral principle of valorization, respect and defense of all animal life, of all species equally and of environmental sustainability. Considering this ends up having consequences in several areas of the vegans’s life, among them their food, the consumption of non-food products such as cosmetics, toiletries, clothing, shows (vegans are against rodeos, zoos, circuses with animals and bullfighting) and the use of animals for safety testing.

In the world and particularly in Brazil, veganism has been growing and is currently a strong trend, evidenced by the transformation that several companies are moving to adapt to this new market on the rise. From network anthropology we understand that the concept of communities of practice is adequate to understand what are the concerns and requirements of these new clients, certainly more demanding than the average.

Overview

What are the consumption habits of the vegan community?

What are their main requirements?

How to approach the vegan public?

Vegans and Boycott.

Key vegan influencers in Brazil.

Network of influencers of the vegan digital community.

Main Vegan Influencers in Brazil

The vegan digital community, already addressed to some segments of the market, is made up mainly of bloggers and beauty or fashion professionals, animal protection NGOs, activists, celebrities, specialized media and vegan companies.

As we can see in the network above, the network of the vegan digital community in Brazil is well connected, only a few nodes are isolated.

Within the network the color of the nodes represents the type of influencer (individuals in yellow and organizations in blue) and the size of the node its in-influence within the network. As we can see there is a subcluster attached to the main group, closely related to each other, formed by the bloggers of Veganistas website.

Vista-se (vegan portal by Fabio Chaves) and PETA (certifier) are the organizations with the greatest influence within the network. Vista-se, for example, is followed by very influential nodes inside and outside the network: celebrities as Luisa Mell and Yasmin Brunet. This means that any information published on the portal’s website can be heard and reproduced by celebrities, reaching thousands of people.

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